Personal Branding: The Lighthouse Branding Model

Increasingly persons are speaking concerning the significance of non-public branding, each in profession looking out and in profession growth. Efficient private branding not solely makes you stand out from the gang to employers and recruiters, it may additionally improve your job safety by speaking your worth as a pacesetter and group participant to your group.

What’s private branding?

Private branding is the method of figuring out the distinctive and differentiating worth that you just deliver to a corporation, group and/or challenge and speaking it in a professionally memorable and constant method in your entire actions, each on-line and offline, to all present and potential stakeholders in your profession.

The Lighthouse Private Branding Mannequin

The lighthouse is a superb mannequin for breaking down the branding course of into 4 key steps: the muse, the beacon, the tower and the beam.


Your basis is your unarguable strengths and expertise in your chosen space. To establish your individual basis, write down the strengths that differentiate you from the remaining and ask your pals, household and colleagues/managers to do the identical for you. Establish the highest three to 5 overlapping strengths that help the profession path you need to pursue.


Your beacon is the memorable and constant communication of your strengths and expertise. Now that you’ve recognized your basis, it’s time to create your beacon by discovering a phrase or phrase that represents these strengths and may develop into your model. Develop a brief pitch that may observe your model, describing your strengths in additional element. Be sure that your phrase or phrase is flexible and may change together with your path.


Merely put, your tower is your visibility, attain and presentation, each on-line and offline, which help the beacon. That is actually all the things you do to proactively construct your private model. The upper you construct your tower together with your efforts, the extra seen you can be to potential profession stakeholders. Listed here are some methods to proactively construct your model and credibility in entrance of your audience:

    • Create a LinkedIn profile and observe the advised steps to finish your profile 100 %, ensuring you embrace your private model and pitch in your subtitle and abstract sections.
    • Create a Google account and profile for improved search engine marketing.
    • Embody your private model in your resume, cowl letter, enterprise playing cards, e-mail signature, voicemail message and throughout your different social networks, resembling Twitter and Fb.
    • Think about creating a private web site/weblog web site the place you’ll be able to home your entire data, together with expertise, schooling, expertise, honors, entrepreneurial efforts and extra.
    • Begin your individual weblog with a singular perspective in your trade/space of curiosity.
    • Contribute worth in your guide or product evaluations, your tweets, your feedback on different weblog posts, your individual weblog articles or articles for print publications, your discussions in LinkedIn Teams and your recommendation through LinkedIn Solutions or different boards.
    • Begin an organization full-time or on the facet with related and beneficial merchandise/providers/assets for the trade.
    • Publish and provide print and/or digital publications.
    • Get quoted within the media by becoming a member of HARO (Assist a Reporter Out) and contributing recommendation, experiences and insights to writers and journalists looking for professional sources.


Your beam is your profession path and extra energetic private branding and profession search technique. It includes you gaining and projecting a powerful understanding of the place you need to go, what you need to pursue and the way you’ll pursue it. First, it’s good to decide what purposeful space, geography and industries/corporations you need to goal. Then, it’s good to actively community your model with potential profession stakeholders. Listed here are some methods to start out:

    • Be part of associations or networking teams inside your trade and attend occasions to satisfy new contacts and construct your goal community. You should definitely share your private model with these new contacts.
    • Conduct informational interviews with goal community contacts (whether or not or not you’re looking for a job) and share your private model with them in your introductions.
    • Discover methods to deliver fellow trade thought leaders collectively on a challenge or at an occasion.
    • Discover methods to contribute to the tasks or occasions of fellow trade specialists.
    • Get beneficial on LinkedIn and show testimonials from clients, shoppers and companions

Private Utility

I used this mannequin to assist develop my very own private model throughout my MBA profession search. Having recognized my basis to be my countless power, out-of-the-box creativity, relationship constructing and downside fixing, I regarded for a phrase that would pull all of these strengths collectively into one memorable model message. The beacon I selected was “generator” as I generate power, creativity, relationships and options to issues. I used to be pursuing a profession in advertising and marketing and model administration, and subsequently, I grew to become a model and advertising and marketing generator. I proactively constructed my tower by incorporating my model instantly into my on-line profiles, my resumes and my entrepreneurial efforts. I then took a extra energetic strategy, focusing on the “beam” by incorporating my private model in my interview responses, networking introductions and informational interview outreach. It was this course of that helped me efficiently safe my present employment, and this mannequin continues to assist information all of my skilled and entrepreneurial ventures.

As you create, construct and enhance in your private model, maintain the lighthouse in thoughts as a visible mannequin and information to private branding success.

Leave a Reply

Your email address will not be published. Required fields are marked *